Standard Article

Marketing Communication on the Internet

Part 4. Advertising and Integrated Communication

  1. Youngseon Kim,
  2. Tina M. Lowrey

Published Online: 15 DEC 2010

DOI: 10.1002/9781444316568.wiem04062

Wiley International Encyclopedia of Marketing

Wiley International Encyclopedia of Marketing

How to Cite

Kim, Y. and Lowrey, T. M. 2010. Marketing Communication on the Internet. Wiley International Encyclopedia of Marketing. 4.

Author Information

  1. University of Texas at San Antonio, San Antonio, TX, USA

Publication History

  1. Published Online: 15 DEC 2010


Viral marketing refers to a marketing strategy or a marketing phenomenon that facilitates and encourages people to pass along a marketing message to other people. This relatively new marketing communication strategy received the label “viral” from its self-duplicating processes, analogous to the spread of pathological and computer viruses. It has become an integral element in integrated marketing communications because of its power and cost-effectiveness.


  • word of mouth;
  • word of mouse;
  • self-duplicating;
  • user-driven